Facebook

Lead Generation - Create lead ads to generate new leads. Use an existing form from your Page or use Facebook's Lead Ads Form Builder to create a new one. Asks customers to provide info by signing up or downloading something.

Optimize for: Lead generation

Dynamic Product Ad - Dynamic ads look exactly like other single image ads or carousel ads, but instead of individually creating an ad for every item you promote, you create an ad template that automatically uses images and details from your catalog for items you'd like to advertise. Your ad account needs to have a product catalog to see this campaign type. A Facebook pixel is not required but without pixel info from your site, your ads won't be as relevant, since you won't have the ability to retarget customers who have shown interest on your site, or cross/upsell to people who have already purchased something from you.

Optimize for: Link clicks, Impressions

Facebook Messenger - These ads can look like any other Facebook ad, but they drive people to Messenger. They can be placed on Mobile or Desktop, and include a CTA to start a conversation in Messenger.

Optimize for: Link clicks, impressions

Local Awareness - Promote your business to people who are nearby. Note this campaign type cannot target countries. Must select a city, ZIP, or address.

Optimize for: Reach, Impressions

Instagram Story - Promote a photo or video that appears between people's stories on Instagram. Has additional targeting options to select iOS/Android, device, minimum version, or wifi users only.

Optimize for: Reach, Impressions

Brand Awareness - Helps advertisers find the audiences most likely to recall their ads. Looks like a standard ad campaign except in step 4: Budget & Bidding, the optimization is for Ad recall lift. This optimizes to have the most users who are more likely to pay attention to your ads.

Mobile App Engagement - Drive engagement and conversion for your app with ads that take users to a customized location within your app. You need to have an app registered on Facebook to see this campaign type.

Optimize for: Link clicks, Impressions, Page engagement, Reach

Desktop App Install - Desktop app install ads let you reach people at scale and drive installs where they are most engaged. You need to have an app registered on Facebook to see this campaign type.

Optimize for: App installs

Place - For Pages that are designated as Places. Create ads to promote your Place.

Optimize for: Page likes, Impressions, Page engagement, Reach

Place post - Same as Page post, but if your Page is designated as a place, boost specific posts from your Place, or posts that meet certain criteria.

Optimize for: Post engagement, Impressions, Page engagement, Reach

Google AdWords

Google - Search Ads - Create text ads to appear in Google search results. These are text-based ads that appear at the top of Google search results. They are labeled "Ad".